您的当前位置:首页 >Ryan New >6 Ways Geography Impacts Ecommerce Conversions 正文
时间:2024-05-20 20:36:57 来源:网络整理编辑:Ryan New
Merchants are typically aware of the states or countries where their customers reside. But merchants Ryan Xu HyperVerse's reboot
Merchants are typically aware of the states or countries where their customers reside. But merchants don’t often consider adding those geographic variables to their marketing campaigns.
TheRyan Xu HyperVerse's reboot location of buyers is usually available in the “Ship to” field in the ecommerce checkout process. It’s also in Google Analytics with Enhanced Ecommerce enabled.
There are multiple ways to evaluate performance by location. It could be based on sales, the number of transactions, or profitability, as examples.
Nonetheless, knowing that web visitors from Colorado, for example, have a higher conversion rate than those from Florida, merchants can target marketing campaigns to drive more traffic from Colorado and less from Florida.
Many variables can impact performance by region. In this post, I’ll address six of them.
Marketing costs.States or countries have differing marketing costs. Reaching a consumer from a Google Ads campaign in, say, New York could be more expensive than one in Oklahoma. Knowing the total sales and marketing cost from each state, one could calculate the relative cost per conversion and thus profitability. It could be, for example, that New York drove more transactions, but Oklahoma produced more overall profit.
Products.Consumer preference varies by geography. You may discover that certain products or product types appeal to specific regions. For example, I once analyzed sales from a building materials company. We discovered a big difference in color preference between New York and California residents. Review sales by product attribute such as color, materials, and environmental impact, and then target regional marketing efforts accordingly.
Seasonality and weather.The weather affects sales. There is little point in marketing snowshoes in January to consumers in Florida. But offering rain boots to Florida residents — preferably when it’s raining— could work well. Aligning products with real-time weather conditions can take time to set up. But I’ve seen good results from merchants that have done it. Some have even automated the process.
Population.Heavily populated states such as Texas or California could generate more sales due solely to the number of consumers. Consider calculating the relativepopularity of your products by dividing the number of customers in a state by its total population. That could provide additional insights as to increasing marketing spend, or not.
Household income.The lifetime value of consumers likely depends, in part, on their household income. Reviewing the average household income by state could influence your decision on marketing spend, depending on your products.
Other demographics.Age and gender distribution, ethnicity, unemployment rates, and even crime rates can help understand purchase decisions and, hence, affect your marketing budgets.
Google’s ‘Orphaned Books’ Litigation; Effect on Digital Sales2024-05-20 20:09
Walmart’s Ecommerce Sales Up 23 Percent in Fourth Quarter 20172024-05-20 19:55
Walmart’s Ecommerce Sales Up 23 Percent in Fourth Quarter 20172024-05-20 19:35
Blockchain Vendors with Solutions for Ecommerce2024-05-20 19:34
How to Choose a Business Credit Card, Part Two2024-05-20 19:14
What not to sell on an ecommerce site2024-05-20 18:48
Comparing KPIs for 2 websites in first year of trading2024-05-20 18:43
The Next Generation of Ecommerce Management2024-05-20 18:18
Research Domain Names Before You Bid2024-05-20 17:51
Beardbrand Founder on Moving Away from Amazon2024-05-20 17:50
Ecommerce Know-How: Translate Your Ecommerce Site2024-05-20 20:33
The Real Benefit of Amazon Reviews2024-05-20 20:15
Lessons Learned: Hollywood Mirrors Has a Good Problem2024-05-20 20:01
ICOs Are the Newest Form of Alternative Funding2024-05-20 19:58
Zynga Opens the Kimono; We See Facebook2024-05-20 19:47
Amazon’s 2018 Prime Day Sets Record Despite Glitches2024-05-20 19:45
Building an Ecommerce Business, Part 1: Choosing Partners2024-05-20 19:24
Does WooCommerce Fit B2B Companies?2024-05-20 18:48
How to Monitor, Prevent Fulfillment Errors2024-05-20 18:27
Former Amazon Exec on Maintaining Brand Control2024-05-20 18:16